Links of London

The starting point of my work on the brand. I developed a new tone of voice that captured what Links was all about: luxurious, metropolitan, tactile and accessible.

The name of this collection is a play on a musical term, so it made sense to build the press release around musical metaphors, both visual (the CD packaging) and verbal. The copy has a strong rhythm and energy, and seems to skip along of its own volition.

Sweetie bracelets are what Links is most famous for. The copy for this print ad uses simple word play to speak to the cognoscenti.

Links of London is a global brand, and this seasonal mailer had to work across territories from Europe to the Middle East. My solution to the brief was a simple composition that captures the gifting moment and the universal sentiments of giving and receiving.

Website animations featured a series of lyrical lines. These were taken from the catalogue and press releases: examples of rich, multitasking content in a uniform tone of voice.

The name of this collection is a play on a musical term, so it made sense to build the press release around musical metaphors, both visual (the CD packaging) and literal. I concentrated on developing a strong sense of rhythm and energy within the copy: it seems to skip along of its own volition.